This article was published by Marketing Insider Group and curated by Closer Spot. Be sure to check out other Closer Spot news and advice to help you win more business.
User-generated content and a rainbow of influencer strategies have been changing the way brands interact with consumers. The huge shift in mobile, on-the-go consumerism is forcing marketing leaders to change the way they look at marketing platforms. Video isn’t just the next big thing anymore. It’s everything, everywhere. It’s live, animated, 3D, and popcorn-worthy, and not just for big budget companies. And, there is the skills gap, plaguing many CMOs who are trying to keep up the pace with yesterday’s innovations in marketing technology, while other marketing heads have been forging ahead with brilliant, sometimes daring applications of new technology and human creativity.
If we want to know where we are headed, we need to understand where we are coming from. Here’s a roundup of 2017’s top digital marketing posts. These are the articles that made waves in the industry this past year and define the direction our collective arrow is pointed in for 2018.
Consumers may have their mobile phone in hand or within three inches of their person for 22 out of 24 hours every day. This doesn’t mean they’re going to pick up a call from an unrecognizable number. People are losing trust in cold calls, traditional advertising and other outbound marketing methods.
What they are growing to trust are online reviews, consumer feedback and brand interaction on social media, and authoritative website content.
What were the major trends according to the 25 trailblazers? The top predictions for 2017 were more machine learning and AI, particularly with more chatboxes, virtual assistants, and automation, as well as location data and real-time analytics taking a bigger role.
It’s a data-driven, automation-powered arena, which must constantly edge towards closer levels of perfection via analytics – more personalization, better UX and more sophisticated, real-time insights.
How to achieve full transformation in 2018? Small steps and agile methods. And, reading up on digital transformation thought leaders like the one featured in this top post.
You may have a quasi-strategy or an undocumented plan. However, if you fit any of the descriptors in this article, you’ve likely some work to do in improving your digital strategy.
- Know your audience.
- Test your messaging and learn from it.
- Track conversions.
- Content is more effective than paid search.
- Digital marketers, particularly with B2C brands, are still trying to increase content quality.
- On social media, if you want engagement, you need visuals.
- Interactive content, infographics and visual user-generated content are all rising engagement tools.